Better Targeting with Digital Audience Segmentation

Title: Better Targeting with Digital Audience Segmentation

Digital ads aren’t like magazine or traditional television ads. Because digital ads come with a plethora of targeting options – from targeting devices to reaching specific people – digital audience segmentation can help you reach the right audience.

 

Digital Audience Segmentation Strategies

 
 

Demographic

Marketing segmentation strategy where the audience (potential customers) is divided into externally measurable characteristics.

Behavioral

A more focused form of market segmentation, which groups consumers based on specific consumption patterns they display.

         •Past purchasing history

         •Browsing history

Dayparting

Targeting users that are active at a particular time of day or day of week.

Designated Market Area

A segment Nielsen uses to standardize geographic areas for the purposes of targeting and measurement.

Retargeting

Targeting past visitors of your site.

Product-related

Audience segmenting  based on usage of a product (such as heavy vs. light).

 

Best Practices for Better Targeting

  1. Don’t over-specify.  Avoid making your strategy so specific that you end up with a reduced pool of potential customers. This is likely to hinder your campaign’s performance by reducing your audience.
  2. Target appropriately across media. Don’t address your audience purely from one front; you may be reaching a different audience with your mobile and social strategy, and consumers interacting with your message through these channels may behave differently than they would through other channels.
  3. Use past campaign analysis to revise your targeting strategy. It may sound obvious, but careful tracking of performance across past campaigns will tell you how well your message resonates with your target audience. If your message is underperforming, it may be the creative – or it may be that the audience you have set doesn’t mesh with a particular medium, or perhaps you’ve defined your target audience too narrowly.
  4. Frequency cap. Bombarding your audience over and over tends to lead to decreased engagement with an ad, and at worst, overexposure can lead to a negative association with your brand. Industry best practices place the frequency cap at 3.

If you’re still unsure how to narrow your target based on audienc segmentation, TotalCom can help! We know a thing or two about reaching the right audiences with the right message.